Brands are not built on advertising alone, say marketing experts

At the Pitch CMO Summit in Mumbai, marketing experts discussed how evergreen brands can continue to remain relevant

e4m by exchange4media Staff
Updated: Mar 2, 2020 9:07 AM
Pitch CMO Panel 1

Making a brand successful is no doubt a challenging task. But what is even more challenging is to sustain that success.

At the recent Pitch CMO Summit in Mumbai, marketing experts discussed how evergreen brands that have achieved the pinnacle of success could continue to stay relevant.

Speakers at the panel included: Alok Sanwal, COO, Dainik Jagran, Deepa Krishnan, Head-Marketing Digital, Loyalty, PR, Tata Starbucks, Rahool Talukdar, Sr. Creative Director, iProspect India, Navin Shenoy, Head Marketing, Youth, Music & English Entertainment, Viacom18 Media, Sameer Saxena, Director, Strategy Marketing, Legrand India, Yogesh Shinde, Senior VP, Marketing, Wagh Bakri Tea Group. The panel was moderated by Neville Shah, Executive Creative Director, Ogilvy.

One of the recurring conversations on the panel was about the rise of byte-sized content (3 min and less in duration) and the diminishing attention spans that marketers had to deal with.

Sharing her thoughts about adapting to this challenge, Deepa Krishnan, Head-Marketing Digital, Loyalty, PR, Tata Starbucks, said, “Millennial customers today are far more evolved. At the same time, they are tough consumers and saying--make it worth my while and talk about causes that resonate with me. Yes brands certainly need to work harder and we must remember that brands are not built on the back of advertising alone, it's a whole packaging that has to come together.”

“Also when you are managing a brand, it is like managing a relationship. It's about Love--Loyalty, On-trend, Vision and Experiences. A brand like Starbucks is highly experiential and we need to look at everything as an experience rather than a transaction,” she further added.

Navin Shenoy of Viacom18 underlined that brands need to recognise that content is being consumed as per the occasion. He also stated that there is nothing called attention deficit as far as content consumption is concerned. “There is a market for everything--there is a market for the one-hour episode, for 40 min series, for 20-minute content and also for 3-minute content. A lot of new creators are in the market for 3-minute content and there is a plethora of content in that space. This is also the reason why the dominant discourse happens to be these people. There is definitely no attention deficit disorder.”

“To stay an evergreen brand it is important that whatever we communicate should have a strategic fit,” stated Sameer Saxena of Legrand India.

Yogesh Shinde of Wagh Bakri Group spoke about the importance of creating interesting content for brand stickiness.“I don't think people have attention deficit or less time, the actual thing is that if you create interesting content people will watch it.”

“Our country is divided into three segments--one is a 20 crore segment, another is 60 crore and third is a 50 crore segment. All these different segments have different consumption patterns too and we need to address this diversity to stay evergreen and relevant in our marketing approach, ” stated Alok Sanwal of Dainik Jagran.

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